A Duluth company on Thursday unveiled a NCR Netkey Endless Aisle solution which allows fans on the main level of the Georgia Dome to order merchandise from designated NCR Express Zones and pick it up any time before the game ends. (Special Photo)

Atlanta Falcons fans who want to watch the game at the Georgia Dome while ordering team merchandise now have that option.

Duluth-based NCR Corporation on Thursday unveiled the software behind a four-year partnership with the Falcons that allows fans to buy merchandise from mobile apps or self-serve kiosks at the Dome.

“It’s not just about the easier or faster way to skip the lines, a lot of times you’ll forgo that merchandise, and you won’t get that jersey from your favorite player,” said Susan Johnson, vice president of global marketing with NCR.

The company unveiled software for fans in a suite to make purchases during the game and have the merchandise delivered before the end of the game. NCR also unveiled an interactive software service called “Wayfinding” that is designed to make it easier for fans to find their way around the Dome with a touch of the finger.

“People like convienance,” said Tameka Rish, the Falcons’ manager of corporate parternship. “The reason why our store is super busy before games and during halftime and at end of the game is no one wants to get up and miss something. You could miss a crucial turnover or score in 30 seconds. We’re creatures of habit and copy others. When you see something you want, now you have the ability to get that quickly. If you don’t have that opprtunity in front of you, there’s a chance you may not buy it.”

Company officials tout the software as a way to avoid waiting in line, and easier for fans to select, purchase and pick up merchandise. The technology is called the NCR NetKey Endless Aisle solution, which is a self-service kiosk for fans on the main level of the stadium to order merchandise from designated “NCR Express Zones” and pick it up when it’s convenient.

Last week, during a pilot rollout at the Falcons game against New England, people from half of the suites available made purchases. And Johnson said she expects purchases to rise because there aren’t merchandise stands on the level that has 164 suites.

A complete rollout of the software is scheduled for Monday’s game against the New York Jets.